In the past three years, the number of consumers and the scale of consumption of online fashion IP in China have shown an upward trend year by year. IP co-branding has exploded like never before. Co-branding has become a new “traffic code” and is gradually becoming the norm. Brands use IP as a carrier to seek to establish more emotional connections with young consumers and gain their attention.
From a category perspective, apparel and sports are still the industries with the largest number of products and the largest consumption among fashion IP co-branded products.
Judging from the penetration rate of and , the 3C and home furnishing industries are performing increasingly well, surpassing the luggage and beauty industries. This means that among the overall consumers in this industry, more and more people like to purchase IP in this industry. Co-branded products. The deepening of penetration is also a new growth point for the industry. It can be seen that the number of joint products in the sports and luggage industries is much higher than that in other industries. Consumers are willing to pay a premium for joint products. The food industry has also become the industry with the second largest premium, second only to the sports industry.
And the facts also show that IP co-branding has indeed attracted the attention of young people and Generation Z. Regardless of the growth rate of the number of consumers or the number of purchases, young people and Generation Z have strong potential.
Picture source network
found in the "2021 Global Fashion IP White Paper" that 45% of the new generation said they would make impulse purchases for fashion IP co-branding and buy products they do not need temporarily. Over 30% of the new generation prefer to buy co-branded products when purchasing similar products, and nearly 40% of the new generation have the habit of collecting co-branded products. It is worth noting that nearly 80% of the new generation said that a successful fashion IP co-branding will attract their attention to the cooperating brand or fashion IP product. In the past year, nearly half of the new generation purchased 3-4 joint items.
IP co-branding can not only combine new business with traditional brands to create brand value, but also help traditional brands achieve brand rejuvenation, leaving a deep impression on reshaping and transformation. The advantages of IP co-branding are roughly divided into the following points:
Marketing effect 1+12
The value of brand co-branding is complementary to each other. The most direct effect of launching co-branding is to increase the topic, which can attract more user attention. When brand development enters During the plateau period, exposure will relatively stagnate, so co-branding at this time can once again bring the brand into strong exposure marketing.
Enrich the style and image of brands and products
In order to be highly consistent with consumers, brands need to continuously optimize and get closer to audiences of different generations to obtain traffic, and use a large amount of traffic to support final sales. Co-branding can solve the problems of aging brands, single product structure, and high visibility but low purchasing power when the brand cannot create new ones.
Support in co-branding +
can carry out co-branding of different categories and feelings according to different time nodes or social hot spots, such as making some Christmas co-branding at Christmas, making corresponding animal co-branding in the zodiac year, and joint animation IP, etc. Co-branding that inspires adult users to nostalgic and childlike innocence can use emotions and emotional resonance to trigger an explosion of popularity.
Shawn Group focuses on the field of luxury supply chain. Its partners and customers are located in Europe, North America, Japan, South Korea, Southeast Asia and other parts of the world. It has rich resources of domestic and foreign luxury brands and has operated IP co-branded marketing for many well-known brands. In recent years, we have quickly "broken the circle" through cross-border co-branding of luxury products to empower and add value to brands. We also look forward to the opportunity to join forces with more powerful brands in different industries to make new cross-border attempts.
